David A. Aaker's Books

Brand Equity & Advertising

Advertising's Role in Building Strong Brands

By: David A. Aaker,Alexander L. Biel

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Brand Equity & Advertising

Advertising's Role in Building Strong Brands

By: David A. Aaker,Alexander L. Biel

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.

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406

Publisher

Psychology Press

Published Date

ISBN 10

1317759826

ISBN 13

9781317759829

Strategic Market Management

Global Perspectives

By: David A. Aaker,Damien McLoughlin

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Strategic Market Management

Global Perspectives

By: David A. Aaker,Damien McLoughlin

Suitable for all business students studying strategy and marketing courses in the UK and in Europe, this text also looks at important issues such as the financial aspects of marketing.

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369

Publisher

John Wiley & Sons

Published Date

ISBN 10

0470689757

ISBN 13

9780470689752

Managing Brand Equity

By: David A. Aaker

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Managing Brand Equity

By: David A. Aaker

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn

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334

Publisher

Simon and Schuster

Published Date

ISBN 10

1439188386

ISBN 13

9781439188385

Building Strong Brands

By: David A. Aaker

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Building Strong Brands

By: David A. Aaker

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.

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365

Publisher

Simon and Schuster

Published Date

ISBN 10

1471104389

ISBN 13

9781471104381

Brand Portfolio Strategy

Creating Relevance, Differentiation, Energy, Leverage, and Clarity

By: David A. Aaker

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Brand Portfolio Strategy

Creating Relevance, Differentiation, Energy, Leverage, and Clarity

By: David A. Aaker

In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

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368

Publisher

Free Press

Published Date

ISBN 10

1982146524

ISBN 13

9781982146528

Spanning Silos

The New CMO Imperative

By: David A. Aaker

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Spanning Silos

The New CMO Imperative

By: David A. Aaker

Spanning Silos' explains how to strengthen your credibility with silo teams and your CEO, use cross-functional teams and other strategic linking devices, foster communication across silos, develop common planning processes, and adapt your brand strategy to silo units.

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237

Publisher

Harvard Business Press

Published Date

ISBN 10

1422128768

ISBN 13

9781422128763

Marketing Research

By: V. Kumar,Robert P. Leone,David A. Aaker,George S. Day

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Marketing Research

By: V. Kumar,Robert P. Leone,David A. Aaker,George S. Day

Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within—and value to—an organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications. An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they’ve learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand. By pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective.

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770

Publisher

John Wiley & Sons

Published Date

ISBN 10

1119497582

ISBN 13

9781119497585

Managing Business Marketing & Sales

An International Perspective

By: Per V. Jenster,H. Michael Hayes,David E. Smith

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Managing Business Marketing & Sales

An International Perspective

By: Per V. Jenster,H. Michael Hayes,David E. Smith

The correct approach to the markets for business products and services can mean gains of millions of euros, dollars, pounds or yen. This book offers the reader a wealth of concepts, theories and frameworks for analyzing, formulating and implementing business marketing and sales strategies.

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308

Publisher

Copenhagen Business School Press DK

Published Date

ISBN 10

8763001470

ISBN 13

9788763001472

Brand Relevance

Making Competitors Irrelevant

By: David A. Aaker

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Brand Relevance

Making Competitors Irrelevant

By: David A. Aaker

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

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400

Publisher

John Wiley & Sons

Published Date

ISBN 10

0470613580

ISBN 13

9780470613580

Brand Leadership

By: David A. Aaker,Erich Joachimsthaler

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Brand Leadership

By: David A. Aaker,Erich Joachimsthaler

Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future.

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550

Publisher

Simon and Schuster

Published Date

ISBN 10

1471104370

ISBN 13

9781471104374

What's in a Name?

Advertising and the Concept of Brands

By: David M Jones,Jan S. Slater

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What's in a Name?

Advertising and the Concept of Brands

By: David M Jones,Jan S. Slater

This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.

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343

Publisher

Routledge

Published Date

ISBN 10

1317452143

ISBN 13

9781317452140

The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy

By: David Shepard Associates

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The New Direct Marketing: How to Implement A Profit-Driven Database Marketing Strategy

By: David Shepard Associates

Deploy marketing dollars more efficiently In today's take-no-prisoners direct marketing battleground, the only way to win is to recognize and exploit all of DMÆs interconnecting components. Using cutting-edge research and examples drawn from today's business pages, The New Direct Marketing, Third Edition, by the award-winning David Shepard Associates, shows you how to sell to increasingly wary and jaded consumers. This exhaustively updated edition introduces you to recent technological changes, from data mining, data warehouses, and CHAID modelling, to profitable use of the Internet. You'll develop customized, customer- focused marketing programs and strategies as you learn how to: *Offset through-the-roof marketing costs with predictive andsegmentation modeling *Profit from a constant stream of demographic, psychographic, and lifestyle data from ongoing customer dialogues *Target promos and bonus offers based on previous purchases,buying patterns, and stated preferences *Much, much more

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Page Count

756

Publisher

McGraw Hill Professional

Published Date

ISBN 10

0071389261

ISBN 13

9780071389266

Brand Leadership

By: David A. Aaker,Erich Joachimsthaler

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Brand Leadership

By: David A. Aaker,Erich Joachimsthaler

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550

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Simon and Schuster

Published Date

ISBN 10

1471104370

ISBN 13

9781471104374

Managing Brand Equity

By: David A. Aaker

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Managing Brand Equity

By: David A. Aaker

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334

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Simon and Schuster

Published Date

ISBN 10

1439188386

ISBN 13

9781439188385

Developing Business Strategies

By: David A. Aaker

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Developing Business Strategies

By: David A. Aaker

Developing Business Strategies": Jetzt erscheint der Klassiker zur strategischen Planung in der 6. aktualisierten und überarbeiteten Auflage. Hier lernen Manager alles, was sie über interne (z.B. Finanzperformance und Portfolio) und externe Analysemethoden (zu Kunden, Konkurrenten und Marktsituation) wissen müssen. Autor David Aaker erläutert sehr ausführlich, wie man die jeweiligen Methoden zur Erstellung und Umsetzung von Wachstumsstrategien, von Strategien zur Diversifikation, Differenzierung und zur globalen Expansion erfolgreich einsetzt. Das Material wurde komplett aktualisiert und überarbeitet. Neu hinzugekommen ist ein Kapitel zur strategischen Positionierung. "Developing Business Strategies" - ein unentbehrlicher Ratgeber für die Strategieplanung im Unternehmen.

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Page Count

357

Publisher

John Wiley & Sons

Published Date

ISBN 10

0471064114

ISBN 13

9780471064114

Brand Portfolio Strategy

Creating Relevance, Differentiation, Energy, Leverage, and Clarity

By: David A. Aaker

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Brand Portfolio Strategy

Creating Relevance, Differentiation, Energy, Leverage, and Clarity

By: David A. Aaker

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368

Publisher

Free Press

Published Date

ISBN 10

1982146524

ISBN 13

9781982146528

Brand Relevance

Making Competitors Irrelevant

By: David A. Aaker

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Brand Relevance

Making Competitors Irrelevant

By: David A. Aaker

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400

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John Wiley & Sons

Published Date

ISBN 10

0470613580

ISBN 13

9780470613580

Brand Equity & Advertising

Advertising's Role in Building Strong Brands

By: David A. Aaker,Alexander L. Biel

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Brand Equity & Advertising

Advertising's Role in Building Strong Brands

By: David A. Aaker,Alexander L. Biel

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Page Count

391

Publisher

Psychology Press

Published Date

ISBN 10

1317759834

ISBN 13

9781317759836

Three Threats to Brand Relevance

Strategies That Work

By: David A. Aaker

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Three Threats to Brand Relevance

Strategies That Work

By: David A. Aaker

Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."—David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization's sustained growth is to learn what it takes to bring "big" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becoming irrelevant in the face of the continuing parade of marketing dynamics led by others. Building on his full-length book Brand Relevance, Aaker offers a guide for confronting the three threats if they emerge and shows how to put in place the strategies that will keep the threats at bay. Threat #1: A decline in category or subcategory relevance. Customers simply no longer want to buy what you are making, despite the fact you are offering a quality product and some customers love it. Threat #2: The loss of energy relevance. Without energy the brand simply does not come to mind as other more visible brands and a decline in energy can create a perception that it is locked in the past, suitable for an older generation. Threat #3: The emergence of a "reason-not-to-buy." The brand may have a perceived quality problem or be associated with a firm policy that is not acceptable. Whether your brand is just breaking into the marketplace or has a long held place in the hearts of its consumers, any forward-thinking company can implement Aaker's proven methods and strategies as part of their organization's ongoing review of brand strategy with the help of this succinct and to-the-point resource. About the Jossey-Bass Short Format Series Written by thought leaders and experts in their fields, pieces in the Jossey-Bass Short Format Series provide busy, on-the-go professionals, managers and leaders around the world with must-have, just-in-time information in a concise and actionable format.

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John Wiley & Sons

Published Date

ISBN 10

1118658027

ISBN 13

9781118658024

King David, Innocent Blood, and Bloodguilt

By: David J. Shepherd

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King David, Innocent Blood, and Bloodguilt

By: David J. Shepherd

Of all the characters bequeathed to us by the Hebrew Bible, none is more compelling or complex than David. Divinely blessed, musically gifted, brave, and eloquent, David's famous slaying of Goliath also confirms that he is a redoubtable man of war. Yet, when his son Absalom rebels, David is dogged by the accusation than he will lose his kingdom because he is not merely a man of war, but a man of 'bloods' - guilty of shedding innocent blood. In this book, for the first time, this language of 'innocent blood' and 'bloodguilt' is traced throughout David's story in the books of Samuel and 1 Kings. The theme emerges initially in Saul's pursuit of David and resurfaces regularly as David rises and men like Nabal, Saul, Ishbosheth, and Abner fall. Innocent blood and bloodguilt also turn out to be central to David's reign. This is seen in a surprising way in David's killing of Uriah, but also in the subsequent deaths of his sons, Amnon and Absalom, his general, Amasa, and even in David's encounters with Shimei. The problem rears its head again when the innocent blood of the Gibeonites shed by Saul comes back to haunt David's kingdom. Finally, the problem reappears when Solomon succeeds David and orchestrates the executions of Joab and Shimei, and the exile of Abiathar. Attending carefully to the text and drawing extensively on previous biblical scholarship, David J. Shepherd suggests that innocent blood is not only a pre-eminent concern of David, and his story in Samuel and 1 Kings, but also shapes the entirety of David's history.

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Page Count

297

Publisher

Oxford University Press

Published Date

ISBN 10

0192579711

ISBN 13

9780192579713

Christianity and Alcoholics Anonymous

Competing Or Compatible?

By: David L. Simmons

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Christianity and Alcoholics Anonymous

Competing Or Compatible?

By: David L. Simmons

Defense of the Gospel None could deny that A.A. has taught hundreds of thousands of alcoholics to live in continuous sobriety. But a bigger question is, “By what means—and with what consequences—does A.A. accomplish this minor miracle?” Could we, for example, lay A.A. literature side by side with Scripture and conclude the two are in steady harmony? Or could it actually be possible that they contradict one another? And if that were the case, would we be wise to point to our continued sobriety as proof we have also been reconciled with God? By contrasting what Scripture has to say on the subject of addiction, this book will uncover A.A.’s teachings at great depth. Simultaneously it will help you to precisely diagnose the deception of Alcoholics Anonymous. Followers of Christ, A.A. members, and their families can ill afford to miss dozens of eye-opening revelations as David Simmons delivers his compassionate message of hope. See to it that no one takes you captive through philosophy… Colossians 2:8 In this is love, not that we loved God, but that He loved us and sent His Son to be the propitiation for our sins. 1 John 4:10

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Page Count

180

Publisher

WestBow Press

Published Date

ISBN 10

1449765580

ISBN 13

9781449765583

The Chosen King: The Story of David for Young Readers

By: David Mills

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The Chosen King: The Story of David for Young Readers

By: David Mills

This is the story of King David as I would tell it to my grandchildren. I collected the events in David's life from Samuel, Kings, and Chronicles, and tell them in an order that creates a continuous story.

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Page Count

104

Publisher

Lulu.com

Published Date

ISBN 10

1312366613

ISBN 13

9781312366619

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